Why P&G's new programmatic model is fascinating

Recently P&G announced that it would be making changes to its programmatic tech stack by switching out Audience Science, a long-time partner and early innovator in the programmatic space and switching in a centralised global DMP (via Neustar) alongside a conveyor belt of demand side platforms dependent on their capabilities against a given brief for a given market. You can easily argue the pros and cons of this new approach but why this move is so fascinating (at least to me!) is t